Seminar and workshop with Dr. Crystal Abidin: How to Engage with the Influencer Industry
Do you wish to learn more about Influencer Marketing and about the Influencer Industry? Then you shouldn’t miss this Transform to AAA event with the digital anthropologist Dr. Crystal Abidin.
Many young people are now vocationally pursuing celebrity on the internet as commercial, cross-platform, and highly relatable Influencers. Influencers are raking in millions of dollars, working with blue chip companies, establishing their own brands, and even effecting change in legal, economic, and social regulation in various societies. In fact, the communication formats of Influencers are so innovative that ailing legacy media formats are learning to brandjack their vernacular participatory cultures to appeal to young audiences. But how did they get here, and how can businesses meaningfully engage with the Influencer industry?
Drawing on traditional and digital anthropological research on internet celebrity since 2010 across the Asia Pacific and recent projects in Europe and the US, in this talk we will review a brief history of internet celebrities to understand how Influencers have emerged in the last decade. We will explore how attention and money are generated and circulated in the Influencer ecologies, and learn about the highly creative strategies encultured by Influencers to capture viewer attention in the increasingly saturated market.
Portions of this talk are based on Crystal’s books Internet Fame: Understanding Celebrity Online (2018, Emerald Publishing), and Microcelebrity Around the Globe: Approaches to Cultures of Internet Fame (2019, Emerald Publishing, co-edited with Megan Lindsay Brown).
Lecturer is Dr. Crystal Abidin, digital anthropologist and ethnographer of vernacular internet cultures. The seminar will be held in English.
When and where?
February 19, 4.30 – 7.30 pm, at Science Park Jönköping, Restaurant Sajens Mat och Möten.
Biography Crystal Abidin
Dr. Crystal Abidin is a digital anthropologist and ethnographer of vernacular internet cultures. She researches young people’s relationships with internet celebrity, self-curation, and vulnerability.
Her books include Internet Celebrity: Understanding Fame Online (2018), and Microcelebrity Around the Globe: Approaches to Cultures to Cultures of Internet Fame (2019), and her forthcoming books investigate Instagram cultures, Influencer cultures, and the Blogshop industry. She is listed on Forbes 30 Under 30 Asia (2018) and Pacific Standard 30 Top Thinkers Under 30 (2016).
Crystal is lecturer in Digital Media with the School of Communication and Creative Arts at Deakin University, Postdoctoral Fellow with the Media Management and Transformation Centre (MMTC) at Jönköping University, Researcher with Handelsrådet (Swedish Retail and Wholesale Development Council), and Adjunct Research Fellow with the Centre for Culture and Technology (CCAT) at Curtin University. Reach her at wishcrys.com.
Sign up
The registration is closed and we can no longer accept new participants. Please send an email to zarah.malm@sciencepark.se to be placed on the waiting list.
The event is arranged by Transform to AAA.
